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Publisher: Macquarie University
Languages: English
Types: Article
Subjects: HD28, NA
Architecture and store design are increasingly significant to fashion brands as powerful media for the expression of brand image and story (Riewold 2002). While this relationship is not entirely new, fashion brands such as Fiorucci, Pierre Cardin and Biba have augmented their image using store design since the 1960s (Mores 2006). Battista (2010) identifies that the overtly collaborative relationships between fashion and architecture are embryonic and will be an area of growth for practitioners and academics alike. As the boundaries between fashion, retail, art and architecture continue to blur, architects have actively sought collaboration with fashion brands, and vice versa (Bingham 2005). Contemporary collaborations have developed beyond the design of spaces for selling apparel, extending now to the synergetic creation of products and cultural experiences which are visually spectacular, creatively influential and commercially significant. Meanwhile, hybrid exhibitions in New York (2006) and London (2009) have stimulated a dialogue for exploring the relationships between the disciplines (Menkes 2009). The paper provides an insight into this phenomenon by considering the nature and characteristics of contemporary instances to identify the key drivers of fashion and architecture collaborations.
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